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When most people think of radio formats of appeal to Hispanic consumers, their minds may drift to regional Mexican, or perhaps the ever-popular "trap" music and Latin Urban reggaetón-infused sounds making waves from L.A. to Miami. There may be another big opportunity to drive growth with Latino radio listeners you've not yet considered. And, it may not even involve a format change.

That's according to a new blog posted by Westwood One's Pierre Bouvard on the eve of the 4th annual IAB Podcast upfronts. Westwood commissioned Advertiser Perceptions to conduct its fourth annual study of brand and agency podcast spending sentiment. Here's what they are reporting.

The IAB just announced that iHeartMedia CEO Bob Pittman and NPR CEO Jarl Mohn will keynote the final session at the IAB's Podcast Upfronts, Thursday. NPR has been successful at podcasting for a long time. iHeart carries hundreds of podcasts on the iHeartRadio app. Pittman and Mohn are long-time friends.

Gen Media Partners announced Monday that it has acquired national radio network Sun Broadcast Group. SBG founder Jason Bailey and COO Julio Aponte Jr. will retain partial ownership of Sun and continue to run the day-to-day operations. How much Gen Media Partners paid for SBG was not revealed.

Edison Research will unveil some new data at The Radio Show in Orlando later this month. And that research will show that the reach of in-car AM/FM radio has remained unchanged since 2011.

The Tom Kent Radio Network has launched a new adult hits format called FUEL. The network says FUEL is a 24/7 personality-driven localized turnkey format that will feature the biggest Adult hits from the 90s as well as late 80s and early 2000s.

Los Angeles station KROQ-FM has announced the return of the original “Roq of the 80s.” The 1980s rock-centric radio station has launched on Radio.com and KROQ-HD2 with a Flashback 500 countdown.

It's a discussion that's been going on for years, especially in Nashville. And Carrie Underwood recently jumped into that discussion while being interviewed on Elaina Smith on her Women Want to Hear Women podcast, which is now syndicated by Westwood One.

(By Jeff McHugh) When I was a 20-year-old novice DJ at WMTY-AM in tiny Greenwood, South Carolina, they said, “Never play two female artists back-to-back. It causes tune out.” Of course, that's not true and never was. Surprising superstitions like that still persist in radio.

(By Bob McCurdy) Bill Duggan, the EVP at the Association of National Advertisers was kind enough to join us at our recent managers meeting. In prep for the meeting, Bill reached out to members of the ANA Media Leadership Committee to get an advertiser POV on local radio, both positive and negative. I've included some of what Bill shared in my column this week.